"3 Buying Obstacles You Must Overcome" 
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Bob Leduc

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3 Buying Obstacles You Must Overcome 
Copyright 2004 Bob Leduc 

Do you know how may sales you lose from customers who almost 
buy from you? Losing "almost customers" is a major source of 
lost income for most businesses. But few are aware of the 
problem and even fewer employ a strategy to prevent this 
unnecessary loss of income.

Here are the 3 major buying obstacles that cause paying 
customers to become "almost customers" ...and how you can 
easily overcome each obstacle.

1. Procrastination

Many prospective customers procrastinate after they decide 
to buy from you. The benefit they gain from using your 
product or service fades in their memory as time passes. 
Other things distract them and they soon forget about you. 

Procrastination converted your paying customer into another 
"almost customer" ...causing you to lose the sale. You can 
avoid losing these sales by rewarding customers for taking 
immediate action ...and penalizing them if they do not.

For example, create the best irresistible offer you can 
afford. Include a specific expiration date. Give your 
prospects the option of accepting your offer now or 
forfeiting it. This will motivate many procrastinators to 
buy now so they don't miss your special offer.

2. Low Priority

Some prospective customers don't buy from you because they 
place a higher priority on spending their money for 
something else. You can save many of these "almost 
customers" by motivating them to make your product or 
service their first priority.

One way to boost the priority level of your product or 
service in your prospective customer's mind is to dramatize 
the good feeling they will enjoy when they use it. For 
example, a financial planner can describe what it feels like 
to enjoy an affluent lifestyle without debt.

The irresistible offer I described above for overcoming 
procrastination also helps overcome the "low priority" 
obstacle. It motivates many "almost customers" to move your 
product or service ahead of other purchases so they can take 
advantage of your special offer before it expires.

3. Distrust

Many prospects are "almost customers" because they are 
skeptical of your promises. They bought things in the past 
that did not produce the promised results. They don't want 
to risk repeating that experience. Some ways you can 
overcome the obstacle of distrust include:

* Eliminate the risk of loss. Guarantee an unconditional 
refund if your customer does not get the results he or she 

* Prove your record of delivering what you promise. 
Publicize testimonials from satisfied customers as evidence 
you lived up to your promises in the past.

* Provide a way for customers to reach you in person or by 
phone if they have a problem. Prospective customers feel 
secure and are more likely to buy when they know they can 
talk with a real person.

Tip: Direct access to a real person is especially effective 
for overcoming distrust when marketing on the Internet where 
entire transactions can occur without any personal contact. 
Many online sales are lost to distrust because a web site 
does not provide the name of any real person or a phone 
number to reach a real person at the business.

You probably lose more income than you realize from 
customers who almost buy from you. The 3 major buying 
obstacles of procrastination, low priority and distrust 
cause you to lose these sales. Apply the tactics revealed in 
this article to overcome these 3 obstacles ...and convert 
your "almost customers" into profitable paying customers.

Bob Leduc spent 20 years helping businesses like yours find 
new customers and increase sales. He just released a New 
Edition of his manual, How To Build Your Small Business Fast 
With Simple Postcards ...and launched *BizTips from Bob*, a 
newsletter to help small businesses grow and prosper. You'll 
find his low-cost marketing methods at: 
or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV

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